PENGARUHIKLAN MEDIA SOSIAL INSTAGRAM DAN MARKETPLACE SHOPEE ADS TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Taste Limited Store)

This research aims to examine the influence of Instagram social media advertising and Shopee Ads marketplace on purchasing decisions. The population in this study consists of Instagram and Shopee consumers in the city of Malang, with a sample size of 385 respondents using accidental sampling. The data analysis technique employed is multiple linear regression analysis, and it has met the assumptions for classical tests, with hypothesis testing using the t-test. The findings indicate that Instagram social media advertising and Shopee Ads marketplace have a positive and significant impact on purchasing decisions. This research provides a foundation for companies to design more effective advertising strategies in the digital realm. The practical implications of these findings can contribute positively to improving the performance of company advertising campaigns in the current digital era.